Netflix Brand Identity
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Trends and Similarities
- House of Cards and Homeland
- Master of None and Sunny in Philadelphia
- Similar genres and social media interaction demographics (4)
- Assumption: Latter shows (on networks which publish viewer demographics) are comparable to corresponding Netflix shows
Note: All four shows are viewed predominantly by young males
Demographic Comparison
Netflix Budget Info
House of Cards budget = $4.5 million per episode
($58.5 million per season) (2)
Homeland budget = $3.75 million per episode
($45 million per season) (2)
Lack of Show Demographics
Due to its internet-exclusive presence, Netflix is not required to publish viewer demographic information (3).
Other networks have attempted to deduce these statistics, but have been unsuccessful (1).
The closest data available is the demographics of similar shows on other networks.
Similar shows are defined by social media interaction on IMDb.
History of the Network
Sunny in Philadelphia Demographics
Netflix Viewer Demographic Overview
Ninth Season Premiere (on FXX) (5)
- 89% of viewers aged 18-34
- 85% viewer retention
- 757,000 viewers
- Television streaming platform and DVD delivery/rental service.
- Established in 1997 by Marc Randolph and Reed Hastings.
- Transformed from a small garage project to one of the largest entertainment distributors in the world.
- Developed movie and TV streaming, which revolutionized the entertainment industry.
75 million subscribers worldwide (1)
Netflix users watched 42.5 billion streaming hours of television in 2015 (1)
27.9% of 2015 High School Graduates watch Netflix multiple times a day (1)
90% of Netflix users engage with Netflix original content (1)
79% of US millennials use Netflix (1)
Netflix subscribers are not watching 130 hours of commercials per year (1)
Comparison with Reality TV Demographics
Works Cited
Conclusion
1. Villarreal, Yvonne. "Netflix: The Most Feared Force in
Hollywood?" Los Angeles Times, 18 Jan. 2016. Web. 01 Mar. 2016.
2. Meza, Ed. "‘Homeland’ Shoot Prompts Berlin to Add $1.63M a
Year to Film and TV Funding." Variety. N.p., 22 July 2015. Web. 01 Mar. 2016.
3. "Netflix, Inc. History." Funding Universe. International
Directory of Company Histories, 2004. Web. 01 Mar. 2016.
4. "'House of Cards' User Ratings." IMDb. IMDb.com, 01 Mar. 2016.
Web. 01 Mar. 2016.
5. O'Donnell, Michael. "TV Ratings: 'Always Sunny,' 'The League'
Lose Little Audience in FXX Move." The Hollywood Reporter. N.p., 26 Feb. 2016. Web. 29 Feb. 2016.
Not suited for Reality TV
- Different gender demographic
- Different budget
- No advertisers
Netflix Brand Identity
- Netflix focuses on high-budget, serial shows which are released multiple episodes at a time.
- Series are designed for "Binge-Watching" without advertisements
- Most viewers are between the ages of 18-29, and shows are targeted at this demographic (4).
Homeland Demographics
Final season average:
80% of viewers between 18-49 years old (2)
6.5 million people watch each episode of the show (2)